*ABMonday* Goodbye mqls, hello opportunities - ABMonday

*ABMonday* Goodbye mqls, hello opportunitiesKey takeaways and interpretations from Forrester's B2B Summit North America 2022Saying farewell to MQLs: a phased approach to transformationContents

Goodbye MQLs, Hello Opportunities

At LeadFabric, part of our job as consultants is to stay up-to-date on industry trends and best practices.As a result, we're always on the lookout for new research and papers published by analysts. When Forrester updated its legendary B2B Revenue Waterfall to center around Opportunities rather than Leads, they validated a trend we've been noticing for a while – the MQL is becoming irrelevant for B2B marketers because it's individual-based, and most B2B purchasing decisions are made by more than one person.Naturally, we were keen to dive deeper into Forrester's reasoning. We were fortunate enough to hear Forrester explain the changing landscape firsthand at a conference in a session called “Goodbye MQLs, Hello Opportunities: A Phased Approach to Transformation", and we wanted to break down the learnings in simple terms for our clients.Read on for the key takeaways from the presentation and LeadFabric’s own take on what this change means for the future of B2B marketing.

In this read:

Chapter 1: Goodbye MQL's, Hello Opportunities
Chapter 2: A Crawl-Walk-Run Approach to Opportunity-Based Marketing
Chapter 3: ABM: The One-Size-Fits-All Conundrum

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